마케팅 국순당 막걸리 마케팅계획(영문)

마케팅 국순당 막걸리 마케팅계획(영문)

[마케팅] 국순당 막걸리 마케팅계획(영문).docx

목차 1. Executive Summary 2. Company Description 3. Strategic Focus and Plan 4. Situation Analysis 5. Market-Product Focus 6. Marketing Program 7. Financial Data and Projections 8. Organization 9. Implementation Plan 10. Evaluation and Control 본문 3. Strategic Focus and Plan Vision Mission Goal The company wants to gain the reputation of representative Korea liquor. And their long term goal is that achieving the top 3 of Korea liquor industry Nonfinancial goals 1. To make the brand power for customer 2. To make product line up which can satisfy customer needs 3. To magnify the business domain linking core business unit 4. To establish base which can represent the Korea food and liquor company 5. To establish core infra which can defend other competitor Financial goals 1. To attain a sales revenue goal 90,000~100,000 million won 2. Taking up above 20% rice wine market share 3. To make a profit approximately 45,000million in rice wine market. 4. To obtain the rice wine export revenue to China 12,000 million won 4. Situation Analysis 4-1. SWOT analysis Strength Weakness * High technical skills : High quality of fermentation technology. * Becoming bigger and modernization of the industry. * Priority of marketing skills, awareness, and preference. : Only listed enterprise of Rice wine industry. * Wide distribution channel - having both wholesale and retail marketing's network * Variety of products - Can product of rice wine . Etc. *Short preservation period and sour taste. *Undervalued product image. - Lack of awareness as traditional alcohol. *Lack of researching manpower. - Difficulty on heading north. *Difficulty on owning unit price. Opportunity Threat 1) Increasing preference of low degree alcohol. - appealing as a light drinking. 2) Persuading image of well-being and expensive alcohol. - Making difference on packaging. 3) Various consumers' taste. - Developing products according to age, class. 1) Too many brands. - Overheating of market competition. 2) Weak management of manufacturing business. - Poor inspection system. 참고문헌 Reference Guksundang Hompage http://www.ksdb.co.kr/ Seoul 'Tak-ju' Hompage http://www.koreawine.co.kr/ E-dong 'ju-jo' Hompage http://www.e-dong.co.kr/ The Korea food and culture academy center http://www.kostat.go.kr/ The Korea liquor industry association http://www.kalia.or.kr/ The Korea bacteria research association. Hanwha securities food and beverage business analysis report / Park Jong Rok lucida78@koreastock.co.kr Newspaper and broadcasting and internet material and URL http://polinews.co.kr/viewnews.html?PageKey=0401&num=101257 http://www.hankyung.com/news/app/newsview.php?aid=2010010323471 http://www.nongmin.com/article/ar_detail.htm?ar_id=171668&subMenu=articletotal http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=117&oid=098&aid=0000019016 http://korea.kr/newsWeb/pages/brief/partNews2/view.do?dataId=155432773&call_from=extlink&call_from=extlink http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=117&oid=098&aid=0000019016 http://cyimg29.cyworld.com/common/file_down.asp?redirect=%2F290018%2F2010%2F4%2F6%2F76%2F%B8%B7%B0%C9%B8%AE%BA%EA%B7%A3%B5%E5%5F%B8%AE%B4%BA%BE%F3%C0%FC%B7%AB%2Epdf http://cyimg29.cyworld.com/common/file_down.asp?redirect=%2F290018%2F2010%2F4%2F6%2F76%2F%B8%B7%B0%C9%B8%AE%BA%EA%B7%A3%B5%E5%5F%B8%AE%B4%BA%BE%F3%C0%FC%B7%AB%2Epdf 키워드 마케팅, 마케팅계획, 국순당, 계획, 막걸리, 영문